Summary: The Centric Lab is a research lab using neuroscience and environmental data in understanding health injustice and biological inequities. The Centric Lab’s communication strategy can be pinned down to making sure their target audience is aware of their research and digital tool-kits, and can easily engage with these resources in their professional and individual lives.

Brand Archetype and Voice: The Centric Lab’s brand archetype falls under The Rebel/Revolutionary. We are driven by change, liberation and independence. Our solutions to issues are innovative, yet practical. Our brand voice is honest, sometimes unpopular, and speaks truth to power. In our target audience, we evoke feelings of inspiration and a desire to change things. We do this by putting resources and tools in their hands that can be used easily, as well as fostering a sense of solidarity and community. This is an unusual strategy for our archetype that is associated with “the loner”. However, our secondary archetype is The Caregiver, as The Centric Lab’s values are rooted in care, solidarity, and camaraderie. We appeal to anyone dissatisfied with the current health system and who wants change.

Brand Presentation: Our visuals and aesthetics should playful balance of bright and edgy aesthetics. Solidarity Economy Association is a good inspiration for our aesthetics - something that subtly evokes the ‘70s power movement in our visuals but is centred on the themes of nature and human collaboration. Motifs that can constantly appear in our visuals are flora, fauna and human presence (hands joined together, silhouettes of people, etc)

Long-term Goal: Drive traffic to our website so people can engage with our resources and research and sign up for newsletters.

Make sure our current followership is aware of what we do through our regular and routine tweets

Threads:

Single Tweets. They could be -

Other things we may include are

Polls - this is to be a form of engagement, placed in a strategic position with a thread to either elicit curiosity or actively get real-time feedback on the audience’s developing thoughts on the information we’re sharing. Hopefully, it’ll stoke their curiosity and lead them back to the website (via the call to action at the end of the thread)

<aside> ❓ Do we want to use the new threads app or some convenient microblogging site in case Twitter’s imminent implosion actually happens? Or have an account just for backup

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Post on our feed (2x a week)

Use Instagram stories (3x a week) more, in a similar way we use Twitter. People will most likely miss our posts unless they seek them out, but they’d catch our stories more.

Direct people back to our website using direct links in our stories and an image-grid link in bio tool.

I don’t know what you have in mind, and I never used any of these tools but these two popular social media schedulers also have an image-grid link in bio feature; Later and Pallyy.

The right balance between effective communication a cohesive aesthetics that pass a constant message. Our content can be built on

Our Instagram feed can be treated as a continuous vision board of sorts, that shows our continuous work and growth. Slow Factory for example does a few things but one of its major programs is its open-access education courses. This is reflected in their visual aesthetics. Their visuals regularly show motifs like paper, whiteboard backgrounds, paper tape or Post-it notes. The font is neat and legible like someone taking diligent notes. All of this works well with Slow Factory’s emphasis on open knowledge educational system and gets people curious and interested in knowing more about their work.

Our Instagram stories are for a more engaged approach with the audience, especially because of their temporary nature. There are lots of tools to play around with - questions, polls, quizzes, a countdown to an event, as well as occasional BTS at The Centric Lab. These can be used to stoke interest and get people actively engaged through direct feedback and, that could present multiple opportunities to direct people back with a link to a resource on our website.

Accessibility: I’m not sure how to effectively and easily go about this but I think it’s important. I have a few ideas based on what I’ve seen other accounts do but nothing concrete. Would be happy for any suggestions regarding this.

Sourcing: I’d like to make sure we constantly cite images/sources we use as it’s not just ethical but invites a system of collaboration and reciprocation on social media which is good for community engagement.

Connect with professionals and community organisers to help them connect with our work

1 x LinkedIn post per day

Our LinkedIn presence will focus primarily on educational content with the aim of connecting the target audience to our resources which they can use directly working capacity. Our secondary focus is on sharing opportunities for collaboration and further engagement through fellowships, workshops, and physical events.

A huge chunk of our content would be short-form videos (90 seconds at most) sharing our work and explaining simple concepts, with a call to action at the end. Videos can be done in this style.

Sent our 1x monthly

Drawing on our rotating themes that all tie into other social media platforms. Our newsletter is to catch our readers up to date in case they’ve missed anything, need to be reminded, or would like to engage a little more with long-form content.

Proposed Newsletter Structure

The general guide of the newsletter can be a flexible form of

Visuals: Maybe a minimalist version of our Instagram page, with colours doing most of the work.

Summary: The Urban Health Council is a sister project of TCL with a specific focus on urban living, and the impact of policies and other non-biological influences on the quality of health of urban dwellers.

Brand Archetype and Voice: I think that because this project is a natural offshoot of TCL, we can use a similar guide to TCL to show that they are related, asides from the indicator below showing “A Project of The Centric Lab”. It would still have a distinct style and voice, but nothing too distant from that of The Centric Lab.

The Urban Health Council’s brand archetype is both The Caregiver and The Revolutionary. Because our methodology isn’t conventional and we are challenging long-held notions of healthcare our brand voice is kind but honest, understanding but direct.

Brand Presentation: The website is a good direction to take regarding this - dark colours and bold lines and shadows that look industrial. Depending on what specific direction we decide to take regarding the brand archetype after feedback, I’ll be able to have concrete ideas on what exactly our brand presentation should look like.

Since this is our major means of communication with our audience (primarily professionals from a wide array of industries), the newsletter would take on a formal tone and straight-to-the-point updates and announcements.

<aside> ❓ Are we tying in the themes of The Urban Health Council’s newsletter with that of TCL’s schedule or would run on its own content schedule and themes?

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Proposed Guide

LOGO

Title

Bullet points of what the newsletter is covering

Actual Body

If any, extra announcements

Routine sign off

I think the visuals of the newsletter can be modelled after the website. I think these motifs can feature in the newsletter; the interwoven webbing (???) logo and the shadowed rectangle at the back of “Go to reports”.

Our Twitter is to drum up daily engagement to drive people to engage with our current research outputs and sign up for the newsletter. We can boost our engagement using TCL profile to share/RT our tweets

Much like TCL, sharing our research output in threads of 5 - 10 tweets and single tweets that touch directly/indirectly on our work

Tweets specifically sharing excerpts from our newsletter, with graphics accompanying them, and a link to read the newsletter, and subsequently email sign-ups from the traffic.

We already have a number of webinars on the YT channel, and I looked through them briefly. They can be repurposed for YT shorts. In videos that are the panel sessions, the view isn’t pinned on the speaker so instead, we can make them into videos with an audio visualizer and the transcript below as well.

Summary: A Centric Lab digital toolkit to help everyone understand how proximity to certain environmental hazards can impact health directly, as well helping people to easily assess environmental data trends.

Brand Archetype /Voice: Since it’s a direct tool kit of TCL, it’ll share the same brand identity as TCL.

Brand Presentation: I believe our current look on the website goes well with The Revolutionary archetype we fall under. The bold colours and lines work will translate easily into our subsequent visual presentation.

Daily engagement on Twitter to support the environmental justice movements of the UK (2 - 3 per day subject to announcements and promotions)

Educational threads (in the same vein as TCL’s Twitter proposed Twitter format) on relevant subject matters

Posters for infographics (single tweets or threads) or quotes (tweets or pictures)

Summary: A digital library to help reaffirm and build new narratives around how we learn.

Brand Archetype /Voice: Since it’s a direct tool kit of TCL, it’ll share the archetype of The Revolutionary and a secondary archetype of The Sage; as it’s an educational and storytelling project. The brand voice inspires people to learn beyond what they know, question the status quo and show the importance of knowledge. Our tone is guiding and well-informed, with an appreciation for various sources of knowledge.

Brand Presentation: The website already sets a tone for a deep appreciation for nature, in light of a major theme of our work; planetary dysregulation and the harms of various white supremacist ideologies. All we need to do is expand on what specific elements will be constant in our visual presentation.

All of it can come under The Centric Lab’s digital presence.